Why didn't multiplicative functions in number theory get called "homomorphism" (with possible qualifiers)?

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When I saw a completely multiplicative function in number theory for the first time, I thought "homomorphism", but no, it's called a completely multiplicative function.

And there's not completely multiplicative functions which require coprimality among its arguments. Wouldn't it be better to just stick to "homomorphism" or, conversely, calling homomorphisms something like multiplicative operators or something?

Is there perhaps something radically different between these two concepts?